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MindMap Campaign Report
The campaign, funded by NIH, aims to raise awareness of psychosis and emphasize the importance of early treatment in the Greater New Haven area. Various digital and traditional media strategies were employed, including interactive quizzes, social media engagement, and community events, resulting in significant website traffic and user engagement. Future steps include redesigning the website, enhancing content development, and increasing activity on social media platforms.
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MindMap Campaign Report
- 2. CAMPAIGN ā¢āÆ MindMap isa campaign designed to drive awareness of psychosis and the benefits of early treatment in the 10 towns of the Greater New Haven area, CT (400,000 population). ā¢āÆ The three-year NIH-funded campaign started in February 2015. ā¢āÆ The challenge is to connect to the target audience of those ages 16-35 experiencing symptoms of psychosis.
- 3. ā¢āÆ The MindMapbrand and its digital assets (website and social media ) were built, and content was created to drive engagement within the 10-town community. ā¢āÆ Red Rock applies the latest tools and tactics of social media marketing to track user interaction with the digital assets. The results determine the most cost effective methods of attracting clients towards treatment. CAMPAIGN
- 4. PHONE CALLS 704 Calls Phone Callsby Month (1+ min.)
- 5. The MindMap websiteis to be the brands key digital asset, housing interactive MindCheck quiz and educational content. 35,535 Unique visitors 7,841 Visitors started the quiz 951 Completed the quiz WEBSITE
- 6. WEBSITE VISITS The MindMapwebsite garnered 35,000 visitors, and many visited the site multiple times. The following map show where these visitors came from.
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- 8. ā¢āÆ The MindMapMindCheck Quiz was created to make the website more interactive. ā¢āÆ The quiz checks for signs of psychosis and ends with providing results and a call to action (CTA) to contact STEP. ā¢āÆ The quiz started off with three versions directed towards evaluating self, family, friends for symptoms of psychosis. It was later changed to a single version. MINDCHECK QUIZ
- 9. MEDIA Crea%ng and sharing content that provides psychosis awareness and advocacy. Targe%ng a speciļ¬c audience to complete a certain ac%on (call, text or quiz) PAID DIGITAL ORGANIC DIGITAL Media: The end goal it to facilitate website visits, quiz taking and calls to STEP. Media: ā¢āÆFacebook ā¢āÆ YouTube ā¢āÆ TwiDer ā¢āÆ Instagram ā¢āÆ Email ā¢āÆ Facebook ā¢āÆ YouTube ā¢āÆ TwiDer ā¢āÆ LinkedIn ā¢āÆ Google Targe%ng a speciļ¬c audience to create awareness or complete a certain ac%on (call, text or quiz) TRADITIONAL Media: ā¢āÆ Billboards ā¢āÆ Transit ā¢āÆ Postcard ā¢āÆ Press ā¢āÆ TV/radio
- 10. Google Express isoptimized for mobile devices. Seventy five percent of our website traffic comes from mobile devices. GOOGLE EXPRESS 169,388 Views 1,613 Clicks to website 120 Phone calls
- 11. ā¢āÆ We builtan email list of 625 people in eight groups. ā¢āÆ Email addresses deemed important by the clinical team were taken from this list and divided into buckets, and curated content was directed to each specific group. EMAIL
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- 14. FACEBOOK 3,247,311 Impressions 7,276 Engagements 5,875 Visitors driven To website ā¢āÆThe dominant plaRorm targe%ng peers, clients and caregivers by their interests, geography and behavior. ā¢āÆ Delivers content in a passive way, i.e. when users are not speciļ¬cally searching or discussing the topic of psychosis.
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- 26. PAID CAMPAIGNS We tookadvantage of the detailed targeting that social media advertising provides in order to reach our target audience through the platforms that they already use.
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- 28. The MindMap campaign launched with brand awareness via tradi%onal media: ā¢āÆ Posters & ļ¬yers ā¢āÆ Transit exterior and interior ads ā¢āÆTV interviews with Fox61 and Channel 12 ā¢āÆ Newspaper ads & inserts ā¢āÆ Billboards TRADITIONAL MEDIA
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- 30. NewsleDer ādrip campaignsā are used to target our eight buckets with tailored content with a clear CTA. Each drip campaign included a series of four and two emails. DRIP CAMPAIGN 558 Number ofemail addresses 2,232 Total emails sent 25% Avg. open rate
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- 36. The parents personal experience with psychosis in their family provided informa%on about STEPās free and eļ¬ec%ve care 454 Views 1,285 Minutes Watched MindMap ā MySon has Psychosis Adver%sed through: PARENT CAMPAIGN
- 37. PARENT CAMPAIGN The same video was also adver%sed on FaceBook achieving the following results: MindMap -My Son has Psychosis Adver%sed through:
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- 40. REMARKETING CAMPAIGN ā¢āÆ The remarke%ng campaign targeted those that started the quiz but did not ļ¬nish, or did not sign up for more info aher being previously clicking on an ad. ā¢āÆAnother ad brought them to a landing page with more info and a more urgent CTA.
- 41. REMARKETING CAMPAIGN 722 Click throughs topage 203 Returns direct
- 42. REMARKETING CAMPAIGN 722 Click through topage 203 Returns direct LANDING PAGE
- 43. REMARKETING CAMPAIGN 348 Click through topage 109 Returns direct
- 44. REMARKETING CAMPAIGN 348 Click through topage 109 Returns direct LANDING PAGE
- 45. LANDING PAGE 1,912 Click through topage 349 Returns direct REMARKETING CAMPAIGN
- 46. ā¢āÆ Posters & ļ¬yers ā¢āÆ Transit interior ads ā¢āÆNewspaper ads & inserts ā¢āÆ Cinema ads TRADITIONAL MEDIA
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- 48. The three MindMapMindCheck Quizzes were condensed to a single version that would work for all three audiences. MINDCHECK QUIZ
- 49. PAID CAMPAIGNS The quizcampaign and clinical referrer campaign are still active in 2017 as our main ad campaigns.
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- 52. SCOREBOARD AWARENESS Social media impressions ENGAGEMENT Website visits Quiztakers Quiz completions Phone calls 704 951 7,841 35,535 4,295,276
- 53. SUMMARY ā¢āÆ High levelof brand awareness, advocacy, and education. ā¢āÆ Quiz was the most interactive component of the website. ā¢āÆ High level of traction and interest directed to PRIME. ā¢āÆ Cost per click (CPC) to website averages ā¢āÆ Facebook $0.22 ā¢āÆ Twitter $0.37 ā¢āÆ Google $0.48 ā¢āÆ LinkedIn $3.74 ā¢āÆ Cost per view (CPV) for videos ā¢āÆ YouTube $0.02
- 54. CONCLUSIONS ā¢āÆ Since thestart of the campaign, we have totally saturated the 10 town area on social media. This is the most cost effective way to select and target our 400,000 target audience. ā¢āÆ We have supplemented digital outreach with cost-effective postcards and print material to raise general community awareness. ā¢āÆ ALL our brand dashboards went off the dial when we received TV exposure. ā¢āÆ Absence of clients willing to be brand advocates limits our ability to show social proof. ā¢āÆ Community partnerships key to future success.
- 55. NEXT STEPS ā¢āÆ Redesignthe website to better serve the 3 main visitor types; patients, parents, and and clinical providers. ā¢āÆ Create a content development team to provide high-quality material for all social media channels. ā¢āÆ Become very active on Instagram and Reddit. ā¢āÆ Create more engaging video content. ā¢āÆ Pursue PR, TV and radio opportunities.